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terça-feira, 23 de junho de 2009

Adidas Chelsea – Sports and Social Responsibility Together

Adidas, Chelsea sponsor and provider, went beyond the sport partnership with the club also supporting the club’s social responsible activities.

Chelsea has a programme (Blue Pitches) which provides free-to-use pitches to incentive young people in west London to participate in grass roots sport. The link with the club is made clear by the colour of the pitches, blue (picture).

To promote this activity, of course, Chelsea used the team players who also took part in some training with the youngsters (video below).

The returns with such activations are diverse (from the social itself to brand image) and Adidas, the main Chelsea partner, is right and smart to be in it.